Companies are currently adjusting their approaches to new demands. Boomers are much more concerned with a product's appearance, for example, not just its utility. Kleenex recently redesigned its boxes to have fewer floral bouquets and more contemporary designs, photos and the latest hues. There is less difference in aesthetic taste between young people and boomers than there is between boomers and their elders, says Christine Mau, a design director at Kimberly-Clark, which owns Kleenex. "If boomers were acting as their predecessors did, we wouldn't be as trend-forward as we are today," says Ms. Mau.
Carol Roberts, 65 years old, is a retired elementary school teacher in Leland, N.C. But that doesn't mean she wants to behave like a "senior citizen," she says. She's using her retirement to travel and volunteer with schools and community groups. She lifts weights and does other frequent workouts to stay in shape.
She also wants to stay fashionable. "I don't want to look like I'm in my teens or 20s, but I want to look current," she says. "To me, it's really important to look your best, and not just say 'I'm over 65, therefore it doesn't matter what I look like.'"
To attract customers like Ms. Roberts, nuance is key.
Kimberly-Clark spent two years overhauling its Depend brand, anticipating boomers would demand changes to the image and design of a line long considered too diaper-like and institutional. By 2020, Kimberly-Clark expects 45 million boomers will need incontinence products, up from 38 million currently.
"Past generations were more accepting that they had a condition, and this was the product that they have to wear," says Mark Cammarota, Depend's brand director. "The boomers don't have that attitude. They demand and expect more."
In an effort to modernize its designs, Depend has introduced gender-specific versions and briefs with fashionable prints that imitate regular underwear. Some Depend packaging is labeled "underwear" and disguised to look like packs of cloth underwear, including transparent windows that show Depend undergarments folded just like regular briefs. The smaller packs hang on hooks instead of stacked on shelves like diapers.
When casting for recent Depend ads, the brand looked for actors who appeared to be in their early 50s, a far cry from the brand's former white-haired spokeswoman, June Allyson, who sometimes portrayed a grandmother.
The new ads—which launched last month—feature a fit and flirtatious man in a coffee shop and a fashionable woman strutting down a sidewalk while tossing her hair, not a gray strand in sight.
"We're very subtle in that we don't have to explain the problem and solution in the ads," says Mr. Cammarota. "Boomers like seeing the confidence part of it."
Despite concerns inside the company that the actors were too young to be believable, focus groups of boomers didn't mind a bit, says Mr. Cammarota.
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